Augmented Reality Marketing for Lipsticks
What is it about?
Many brands in the beauty industry, especially those dealing with lipstick products, have adopted AR in their marketing communication, allowing consumers to virtually try on the products using smartphones. This approach aims to create a better experience for the consumers. If consumers have a positive experience, they will develop a positive attitude toward the brand, consequently enhancing purchase intention.
Why is it important?
The focal question is whether ARM improves upon the existing approaches or just another advertising method, such as traditional online marketing. Studies regarding this question are scarce and this study aims to address the research gap. The lipstick industry is ideal for testing the study objectives and hypotheses, as the perfect lipstick color depends on the initial lip color and the shade of lipstick applied.